Multicultural advertising has fast evolved to become a staple of Canada’s retail environment. It has also grown to become a discipline far more complex than simple translations and one-off festive campaigns.

Join Waseem Shaikh (Multicultural Creative Lead, McCann Canada) as he unpacks the evolving makeup of Canada’s immigrant population, new avenues within ethnic media, opportunities for finer segmentation through digital and social media, along with various tools and considerations for your brand to have a sustained, year-round relationship with the ethnic consumer.

Waseem Shaikh

Copywriter/Creative Lead (Multicultural)

McCann Canada